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Customers’ perceptions of hotel AI-enabled voice assistants: does brand matter?

Ruiying Cai (Davis School of Business, Colorado Mesa University, Grand Junction, Colorado, USA and School of Hospitality Business Management, Carson College of Business, Washington State University, Pullman, Washington, USA)
Lisa Nicole Cain (Chaplin School of Hospitality and Tourism Management, Florida International University, Miami, Florida, USA)
Hyeongjin Jeon (Department of Apparel, Merchandising, Interior Design and Hospitality Management, North Dakota State University, Fargo, North Dakota, USA)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 6 June 2022

Issue publication date: 26 July 2022

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Abstract

Purpose

Extending the technology acceptance model (TAM) to a new context, the purpose of this paper is to propose an integrative model of the brand of artificial intelligence-enabled voice assistants (AI-EVA) and customers’ perceptions and behavioral intentions of using AI-EVA in hotels. Moderating effects of construal levels and hotel scales were examined.

Design/methodology/approach

This paper adopted a mixed method approach. A qualitative and phenomenological methodology was adopted in Study 1 to explore hotel customers’ experience with AI-EVA. Study 2 applied experimental design to investigate the effects of the brand of AI-EVA and construal level on customers’ perceptions and behavioral intentions of using AI-EVA. Based on Studies 1 and 2 results, Study 3 examined how the brand of AI-EVA and hotel scale affect customers’ perceptions and behavioral intentions of using AI-EVA during hotel stays.

Findings

This research found that customers perceive a higher level of perceived usefulness, perceived ease of use and anthropomorphism when AI-EVA is branded (vs off-brand). Perceived usefulness positively affects customers’ intention to use and to spread positive word-of-mouth. Anxiety of using AI-enabled devices and privacy concerns inhibit customers’ intention to use AI-EVA. Anthropomorphism increases customers’ willingness to spread positive word-of-mouth. Construal level moderates the effect of the brand of AI-EVAs on perceived ease of use and anthropomorphism. Hotel scale moderates the effect of brand on perceived usefulness.

Originality/value

This paper is one of the first attempts to uncover and integrate different factors underlying customers’ perceptions of using AI-EVA in an extended TAM in hotel settings. This paper provides an integrative model extending the TAM to a new context by deploying a mixed-method approach across three studies.

Keywords

Citation

Cai, R., Cain, L.N. and Jeon, H. (2022), "Customers’ perceptions of hotel AI-enabled voice assistants: does brand matter?", International Journal of Contemporary Hospitality Management, Vol. 34 No. 8, pp. 2807-2831. https://doi.org/10.1108/IJCHM-10-2021-1313

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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